2016 Email Marketing Metrics Benchmark Study

Setting sights higher with the best performers on the benchmarks


IBM Marketing Cloud’s annual report of email marketing benchmarks is back, offering marketers 25 open, clickthrough, list churn and mobile metrics to help see where they rank, delivering more visuals to better understand the data and sharing more observations to help improve marketing programs.

The survey examines messages sent by nearly 750 companies and 3,000 brands in 2015, using a wide variety of measurements to establish benchmarks on customer engagement (via multiple open, click and device/email client metrics) and list churn (hard bounces, unsubscribes and complaints).

This research report encourages to create a world-class email marketing program.

Included in this 34-page excerpt:

  • Open and click-through rates
  • List churn, holiday retail and e-commerce and email usage and engagement metrics
  • Research methodology, glossary and additional resources
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This report is sponsored by IBM